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When guidance steps down after Prime Day moves, the consumer hasn't retreated — they've learned to wait.
The headline figure was real in the accounts, not in the till — and your listing runs the same machinery.
Advertising grew 26% while seller services grew 16% — the price of being seen is rising 1.6x faster than the price of selling.
Amazon's Q2 operating income jumped 43% in a discount-heavy quarter because it engineered its own margin out of the price war.
Strip the windfall, mark the calendar, measure against the market—and the record unravels.